Critical Mass

Critical Mass is a Digital Experience Design Agency with a relentless focus on the customer. Founded in Calgary in 1996, the agency has been designing meaningful customer experiences that grow clients'​ business for more than 20 years. At 950 people strong, Critical Mass operates globally from offices in Calgary, Toronto, Chicago, New York, Nashville, Los Angeles, Cupertino, London, Hong Kong, Brazil and Costa Rica and is part of Omnicom Group, the leading global marketing communications company. Alistair Millen, Strategy Director, Critical Mass Alistair is the Strategy Director of the London office. He is well placed to advise clients in today’s complex communications landscape. His diverse 15 year career spans digital strategy and media communications planning. Over the years he has had the pleasure of advising some of the world’s best brands, including Nike, O2, Vodafone, Pepsico, PlayStation and the BBC. His work with these clients has resulted in them receiving some of the best global awards for effectiveness and creativity Shey Cobley, Senior User Experience Director, Critical Mass Shey Cobley has 10 years of experience of working in the UX sector. In that time she has crafted and built UX-friendly digital designs across numerous industries, including local government, sports, travel, aviation and financial services. For the past six years she worked for Optimal Experience (now PWC) in Australia, before joining digital design agency Critical Mass in London in 2014. In her time at Optimal, she overhauled digital for the NRL (National Rugby League), worked on massive government projects and in financial services for Australias leading bank Westpac. Since joining Critical Mass, Shey has taken her expertise in creating exciting, user-friendly interfaces for traditional industries such as finance and local government, and adapted this to her work with clients including CitiBank (where shes currently overseeing a global UX project), HP and South African Tourism designing experiences that will create new opportunities for each brands customers. Outside of her day job, Shey has contributed regularly to the UX alliance helping to set international best practice studies for mobile banking, airlines and financial services as well as contributing to the annual SOCITM (society of IT managers) audit of local government websites, ranking local government websites and providing advice on best practice. Kristel Cornell, Associate Creative Director, Critical Mass Kristel is an Associate Creative Director with 14-years’ experience in art direction, digital platform design, and design system development. She leads the day-to-day creative output for Critical Mass’ London office while advocating for solutions that exceed the brief, inspire others, and push culture forward. Using design thinking and cross-discipline collaboration, Kristel has delivered award-winning work for the likes of Watford FC, Citibank, Humana Healthcare, Infiniti Motor Company, and Trek Bikes.